Brothers Drinks changes name to The Showering Cider Mill

Brothers Drinks has changed its name to The Showering Cider Mill to support its plans to introduce more brands into the market.

As part of this activity the producer is also launching a new brand for the millennial generation called Mallets, which is described as a "mainstream premium cider brand with unique provenance”.

Matthew Showering, managing director, said: “As we look to introduce more products and brands into the market, we felt it was important to differentiate the overarching Brothers brand from one of our products, Brothers cider. The Showering Cider Mill has been the company’s home since its inception and the name gives the deserved nod to the heritage that stems from the mill.”

The launch of Mallets will be supported by national advertising campaigns in 2019 with additional off-trade support including sampling activity. The campaign uses the strapline: ‘Cider for Gods’ fronted by Shepton “the ancient god of cider”, who aims to disrupt the current off-trade cider market.

Mallets is available in 44cl cans in two variants: the 5% abv Mallets Original, which is a medium dry apple cider; and the 4% abv Mallets Dark Fruit, a blend of Somerset apple cider with natural blackcurrant and blackberry flavours.

Emily Webster, senior marketing manager, said: “We set out to create a cider that would appeal to a wide audience of consumers, yet made with generations of expertise, dedication and commitment to the art of cider making. Mallets is easy to drink, easy to love and it is east to see why we are so excited to share it with the market. Medium dry, with a great big appley lunch, Mallets nails refreshment every time.”

Matthew Showering, said: “Since buying the cider mill from C&C late in 2016, we now have one of the biggest and best cider producing plants. We are using capability to produce the best cider in the world and are thrilled we are already seeing the success of Mallets in our test market with rate of sales outweighing dominant cider brands at a rate of four to one.”